The Russell Crowe and Leeds United story continues apace...even though there is little to report.
There was a time, before social media, when news travelled at a more leisurely pace.
But those days are long gone, consigned to a time before every thought could be expressed to the world in 140 characters or less, instantly and without censure.
Earlier this week, a Leeds United fan asked one of the club’s most famous supporters – Russell Crowe – to purchase the club, to which the actor replied, “Anybody else think this is a good idea?”
That was it: a question and another question; no statement of intent; no confirmation that yes, Crowe already had his hand in his pocket and was ready to do business.
The star of Gladiator and LA Confidential had been asked to be the hero in a story far from Hollywood and in response he had asked for thoughts on the matter.
But in less than 24 hours the story had gone viral, with press agencies up and down the country reporting the ‘news’, even if the story was in fact a brief conversation between two Leeds supporters and little else.
The only thing is some conversations are there for all to see.
How quickly things spiral, this being the perfect example. But whatever the future has in store for Leeds, it may be worth taking the countless stories saying the same thing in a hundred different ways with a sizeable pinch of salt.
Yesterday the news was that Crowe asked if buying Leeds was a good idea; a day later and that exact same question is still generating headlines.
We all love a good story, but calm down everyone; it was only a tweet.